"Whenever I see food that's yellow, I would avoid buying it. And, I was actually looking to see if they had anything that was red just to make sure that I don't get it," says shopper Matthew Reif.

Getting those colors into our conscience is just what the nation's first certified organic grocer want to do.

Red coded means it is overfished and harms other species which make it unsustainable. Yellow and green are better, according to ratings form the Blue Ocean Institute.

"The fish won't be left after awhile, so not only are you hurting the fish itself, you're hurting yourself or future generations for not being able to enjoy it like you are," says seafood team leader Sara Haser.

Starting this Sunday, Whole Foods will no longer sell the questionable catch. The company chose Earth Day to move forward and hopes more of us will take the bait.

"If you want to enjoy fishing into the future, you've go to act now. You've got to start acting responsibility in how you harvest the sea," says fishmonger Steve Cheek.

And, there are several fish that will no longer make it to your plate, from these stores, Atlantic halibut, certain types of cod or even octopus.

So, let's talk alternatives now, because you don't have to completely give up the fish you love. If you want Sturgeon try Chilean Sea Bass. If you like Turbo try American Placie. If you like Gray Sole try Tilapia.

The education is already creating success stories, take the striped bass.

Cheek says, "At one point, this fish was considered overfished and now it's a green rank."

"I think anything that helps us to contribute is a good thing," says shopper Sheila Maith.